SXSW Panel: Innovative Brands Using Data-Driven Marketing

Have you ever considered the difference in advertising 30 years ago compared to now? Who did they target, did they develop personas or did they just wing it? It seems almost impossible to me, as a young millennial new to the workforce, that efficient marketing could even exist without technology and big data.

So, why aren’t all businesses invested in big data yet?

Even though it’s mainstream now, businesses are reluctant to adopt because fear of failure or not enough expertise on how to leverage data the right way. If you fall into this category, then Umbel’s Data Discovery panel at SXSW, Innovative Brands Using Data-Driven Marketing, is a must-attend.

Our lineup includes VPs from top notch brands who are killing it in the marketing game. What’s their secret — you guessed it, big data! They will discuss how they use the power of data to understand their customers and deliver better experiences.

The Panelists

Jen Drexler, EVP of Strategy at Now What

Now What is a knowledge business that blends multiple schools of thought to lead brands to make informed decisions, forge new directions, and develop breakthrough ideas. Jen is an insights and innovation specialist known for her non-traditional research techniques, expertise on gender roles and drivers, and commitment to speaking truth to power. Previously Jen was the SVP of Insight Strategy Group working with clients including Lifetime Television, Staples, Kellogg’s, and Lane Bryant. In 1999, Jen Drexler co-founded Just Ask a Woman, a consultancy dedicated to understanding women as consumers and co-authored What She’s Not Telling You: Why Women Hide the Whole Truth and What Marketers Can Do About It in 2010. Earlier in her career she worked as a futurist for Faith Popcorn’s BrainReserve and in public relations.

Gail Horwood, VP of Digital Strategy at Johnson & Johnson

Gail Horwood leads the global digital center of excellence supporting Johnson & Johnson’s Consumer, Diabetes, and Vision Care businesses. In this role, she sets digital strategy and priorities; develops digital marketing competencies; builds and manages digital, mobile, and social platforms; and oversees digital analytics and insights. She was named to Ad Age’s Top DIgital Marketer list in 2014.

Before joining Johnson & Johnson, Ms. Horwood held digital leadership positions at Martha Stewart Living Omnimedia, Time Inc., Zagat Survey and was editor-in-chief and a founder of the award-winning Epicurious.com. Gail holds a Bachelor of Arts Degree in Art History from Colby College.

Lee Maicon, Chief Strategy Officer at 360i

Lee Maicon is Chief Strategy Officer at 360i, the leading digitally-centric agency working with marketers like Pernod-Ricard, Anheuser-Busch InBev, Hanes, Oreo, Nestlé and Toyota. He’s a SXSW regular and presented “Screw Privacy, Just Give Me Value for My Data” last year. He also took to the Cannes main stage this past summer to talk about blowing up the traditional ways of doing things with Nestlé. Lee leads the strategy team at 360i that’s creating new ground for brands by leading them in a world filled with rapid changes in tech and consumer behavior. His career has spanned the U.S. and Latin America, helping some of the biggest brands like Coca-Cola, Heineken, P&G, Microsoft and Calvin Klein evolve their marketing thinking.

Ryan Brockington, VP of Digital Creative & Content at Theory

Ryan Brockington is the Vice President of Global Digital Creative and Content at Theory, part of the Fast Retailing family. At Theory, Ryan leads the creative, social media and digital studio teams to deliver consumer-facing collateral and marketing initiatives that support key-item and collection driven initiatives. He is currently leading the brand’s redesign efforts and new 3-year digital marketing strategy.

Prior to joining Theory, Ryan acted as Executive Director of UX and Product Design for Estee Lauder Companies’ Clinique, where he was responsible for how consumers experienced the Clinique brand on all digital devices, where in-store or online. Ryan lead the redesign and execution of Clinique’s global E/M-Commerce experience in 2014 to introduce a thorough focus on UX and core functionality.

Prior to Clinique, Ryan spent four years as Interactive Creative Director at the New York Post, where he led the paper through a number of pioneering moves, including an in-house CMS and the first iPad subscription-based newspaper in conjunction with Apple. He started his career 16 years ago in Los Angeles, with a successful design shop that created and produced online identities for entertainment and lifestyle brands.

You can find more information about Umbel’s 2016 SXSW Interactive activities here